How we think about the Facebook Campaign Setup

Raw Video Transcription

[00:00:00] Let’s talk a little bit about how you should be focusing on setting up your Facebook and Instagram campaign structure. Too many times when we consult with people, I look at their ad accounts and they’ve got like 700 different campaigns, and every campaign was. You know, for a $50 ad, they turned it on, It didn’t work.

[00:00:15] They turned it off and then they launched a new campaign. Here’s what you should know about that. Every time you launch a new campaign, you reset the algorithm. Okay? So let’s say you had a campaign that you spent $20,000 on for the period of a year, and you got really good results, and uh, now you’re gonna build a totally due campaign and launched that with an equally big budget.

[00:00:33] If you put all of that in a new campaign, you’re basically telling Facebook, Hey, I know you found my ideal client in this campaign, but forget about that and start over. and then what happens is you launch the yet next campaign, that one doesn’t do well, and you’re like, Oh, well that was wrong when in fact it probably wasn’t wrong.

[00:00:49] You just told Facebook to start all over. So the way that we’re gonna set this up is I want you to be able to use the algorithm to understand who you’re looking for, and we’re just gonna keep making it [00:01:00] better and better and better. Now, I personally don’t manage anyone’s ad accounts of of this magnitude, but I’ve seen ad accounts that are in the millions of dollars of.

[00:01:09] And they really only have two or three campaigns in the entire account going. So it is possible to simplify this. I wanna explain to you what simplification looks like. But before we do that, before I launch my ads, I wanna write down some notes so you understand the difference between a campaign and ad set and an add and why I think you can reuse all this stuff.

[00:01:28] So we’re gonna get back into our little screen share here, and there’s really three, three things you need to know about. Number one, campaigns. . So we’re gonna write this down here. And then number two, we’ve got ad sets. Oops.

[00:01:45] We’ll uh, redo that here. We’ve got ad sets

[00:01:51] and then we have ads. Okay, now here’s what you need to understand about these. The campaign controls [00:02:00] the objective.

[00:02:07] In most cases, the adset is gonna control who sees it

[00:02:16] and the budget. So this would be like all entrepreneurs age 24 to 60 years old that live in the United States. Right? And we’re gonna spend. 30, 40, 50, $90 a day, whatever your budget is, right? The ads is the creative,

[00:02:37] and what I mean by the creative, it would be the video or the image plus the copy, plus the destination.

[00:02:52] Let’s talk about what campaign objectives you guys may have for this. Uh, in our business, we really only run a few different ones. Number [00:03:00] one is engagement.

[00:03:05] That’s what we’re gonna be setting up today. Number two is lead generation.

[00:03:15] Number three is website traffic.

[00:03:21] Now as a bonus, I’m gonna put number four. We can put Messenger. But I would not start doing Messenger campaigns until you are really familiar. It’s not that Messenger campaigns are hard. They’re not, They’re actually very easy to set up. I just, I think before you get a really good grasp on engagement, lead generation and website traffic, there’s really no reason to jump into Messenger.

[00:03:43] Uh, Messenger campaigns ad sets, again, this would be like an example would be 24 to 60 year olds, um, in the United States that own a Facebook page. Uh, you could also target 24 to [00:04:00] 60 year olds in the US who like Gary Vayner chunk. I’ll just put Gary V like, we can get really creative with this if you’re in the real estate space.

[00:04:07] This is really simple. It’s San Diego . plus 15 miles. It’s your city plus 15 miles. That’s all it is. We can’t do anything about that. We want the algorithm to work in our favor, but we’re gonna get really creative with the creative and the video, and that’s who’s gonna identify who should watch this. So if you live in San Diego and you’re advertising, or let’s say you’re advertising luxury properties in La Joa, California, what we’re gonna do is we’re gonna say, run this ad in La Hoya plus 15 miles.

[00:04:35] And you might be thinking, Steve, within 15 miles of La Joa. There’s like all these different markets that are much cheaper, and the answer would be yes, but your buyer probably, or probably doesn’t live in the joa, but they may live somewhere close, and that’s what you need to be thinking about right now.

[00:04:49] So the creative should call out to who we’re talking to. , the ad set does nothing more than just say, We’re gonna display this to who we think is gonna look at it. Now, when the special [00:05:00] ads audiences go away, I think this happens in February of 2023, the algorithm’s automatically gonna do the same thing.

[00:05:06] You’re just not gonna have control over it, right? They’re gonna take control away from you so that your ad accounts don’t get shut down so that you don’t get your ads disapproved. The algorithm’s just gonna know, Oh, this is a real estate. and this is who we think we need to see it, uh, show it to you. The algorithm already knows everybody who’s thinking about buying a home.

[00:05:23] It already knows everybody who’s thinking about selling a home. It already knows people who are looking at the Zillow. It already knows all of that stuff. When we get into a future course, uh, that talks about Google and YouTube, you’ll understand why I think YouTube is the most powerful program or powerful platform you can use for ads, uh, because you can still target all that stuff, but you, you need to be really good at video.

[00:05:42] By the time we use, uh, YouTube, really important. Let’s get back to, uh, the screen share here, uh, and ads and creative again, oftentimes, most of the time, in fact, everything that you see me launch this week in the Facebook and Instagram ads controller is all going to be video. Uh, we’re gonna do a little bit of image, [00:06:00] but really the image is the very last step, and that’s just when I’m gonna ask you to schedule a call with me.

[00:06:05] and it’s only gonna be one of a couple options. We’re not gonna be very heavy images as a at all. Uh, we’re gonna, we’re gonna lean very heavy on video because in our case, video really works. So if I have, uh, one campaign, we’re gonna come over here. So let’s say today that we launch a campaign, uh, that is called engagement.

[00:06:26] And then we’re gonna do the special ads audience of real estate, right? Cause we’re in the real estate space. And number two, it’s gonna say type of engage. , right? It’s going to be, uh, you gonna do like video or pa post engagement? We’re gonna do video cause we want as many watches as possible. So let’s say that the first campaign is, um, remember this is who sees it, right?

[00:06:49] So we’re gonna do entrepreneurs 24 to 60. This is only if needed[00:07:00]

[00:07:01] and that are in the us. That’s gonna be one ad audience. We may create another one if everybody who is a page admin, cuz I’m assuming that if you own a page, you’re probably an entrepreneur. We’re gonna do 24 to 60. We’re gonna do us in that as well. We’re also gonna do all Gary V fans 24 to 60 in the us, right?

[00:07:23] We’re gonna create all of these now inside. . Each one of these is going to be an ad, right? So the ad is going to be P one. We’re we, You’ll understand this when we launch the ad and then the title of the video.

[00:07:38] and my only goal for P one campaigns, phase one campaigns is I just want to get as many video views as I can for as cheap as possible. Now we’ve had some video view campaigns get as little as a half a cent per view, which is crazy cheap. Most of them are right around one to 2 cents. Uh, if, if it hits 4 cents, we kill it.

[00:07:56] We just, we don’t even let it run. Cuz that’s, and at least in our. [00:08:00] Um, Facebook is telling us that this is probably not a good video. Now, if you are doing La Joa plus 15 miles and you’re doing video views, you are not gonna get that for a half cent. You’re not gonna get it for 1 cent, you’re gonna pay more.

[00:08:11] You’re probably gonna be, I don’t know, two to 6 cents per video view, because it’s a much smaller audience. So the smaller, more targeted audience it is, the more money you’re gonna pay for the ad. This is true for video views. It’s, it’s true for website clicks. It’s true for lead generations. So just understand.

[00:08:27] That if you don’t have a wide audience like we do, if you’re very local and you’re very specific, you are going to pay more for that ad to get shown to those people. That’s totally okay. I would make no decisions on throttling ads up or killing them, uh, without at least two weeks of data with, with a fairly, like, I wouldn’t do, you know, a dollar a day may give you some insights.

[00:08:46] $5 a day for two weeks, you’re gonna know. Right. It’s gonna be pretty obvious at that point. Okay. Next time that I go to run, run another P one or phase one video, which is the top of funnel, right? I just wanna do video views on these. I’m not gonna go [00:09:00] create a whole new campaign. All I’m gonna do is I’m gonna add another P one video underneath.

[00:09:05] So under this ad set, I’m gonna have a P one video one, then P one, video two, then P one, video three, and I’m gonna have all of these in each one of these ad sets.

[00:09:21] Right. We’re gonna put ’em in every single one. And after a couple days I’m gonna know, Hey, this audience seems to be doing very well, this audience is not doing well. This audience is doing awesome. Right? And based on what that is, I’m gonna either, I’m gonna turn this ad budget out, I’m gonna turn this one down, I’m gonna turn this one up, and we’re just gonna keep doing that.

[00:09:37] until we can continue to get one sent video views. Now remember in Facebook I told you that every single time we get a video view, we’re gonna put them in a custom audience. And so what we’re working on right now is try to get as many of these video views as possible at one penny. We’re gonna put them in a custom audience, and then the phase two campaign we’re gonna run.

[00:09:55] The targeting for that is only everybody in that audience. So if you’ve watched at least [00:10:00] 15 seconds of any of our one minute videos, that’s gonna go to a custom audience. Phase two is gonna give you video. Again, but this time we’re gonna drive you to a landing page once you’re done to that video, and we’re gonna talk more specifically around how we do business together.

[00:10:14] Then everybody who watches 15 seconds or more of the phase two videos, they’re gonna move on to campaign number three. And campaign number three is a direct sale campaign. Meaning we are saying like we know you watch video one, you watch, you know, a couple videos outta series or phase two. Now we want you to do business with us, okay?

[00:10:31] But we only wanna run the do business with us. To people that have watched videos in phase one and in phase two because figuratively, they probably know who I am at this point. They’ve seen enough videos and they’re probably educated enough to make an informed buying decision. The number one thing that I see a lot of people, number one mistake that I see a lot of people make is that they just launch a campaign to a wide audience that says, I got this cool thing to, to sell for $7 or $500 or $2,000, or, you know, let me list your home for you, [00:11:00] you know, for a discount and it doesn’t convert.

[00:11:02] It’s because you’re showing a conversion ad to someone. who’s never heard of you before. Now, if the deal is so good, meaning like if you’re selling Porsche nine 11 Turbo S’s that are probably a $250,000 car for a hundred thousand dollars, I would run straight up conversion ads to a cold audience because the offer is so great, we don’t really need to warm them up because remember, a compelling offer is better than a convincing argument.

[00:11:26] Um, in that case, I would send them right to the. , most of you, most of me, uh, don’t run things that are that compelling. There needs to be a little bit of a sales process in there, so we need to warm them up with this. And you might think like, Oh, there’s a lot of wasted ad spend. I will tell you, your cost per conversion will go down with this process because we’re using Facebook and Instagram to do the biggest part of selling forest, and that’s just warming them up for video.

[00:11:51] So I hope that makes sense. And the next one, we’re gonna start to set up those campaigns, the structure of it, and then after that, you’ll see me actually load the creative and all of that. See you on the next one. Any [00:12:00] questions, let us know.